Depop Case Study

strategic work: depop case study

Working with influencers and users to spread the word about depop

Case study

Objective

depop, the social shopping app, had recently launched in the UK and were about to expand to the US. The idea of social shopping isn’t new, most of us have heard of eBay, and we needed to position depop as the alternative – the younger, fresher, and cooler way to buy and sell items. Imagine if eBay and instagram merged together seamlessly.

Strategy

We understood that buyers and sellers on depop is what gave it its advantage. We saw celebrities, influencers and entrepreneurs using the platform to sell their items. We knew that there was a lot of great content on the app, and wanted to use the users and the items they were selling to take depop to the media. Through the users we could tap into the lifestyle, fashion and niche vertical press to spread the word to our target audience.

Tactics

  • Working with depop, we identified key users on the platform and turned their stories into media coverage
  • We spotted trends and created case studies to show real life examples of how influencers were using the app
  • Dynamo held events for a real life depop experience, inviting press and bloggers, some were tempted enough to buy items there!
  • The team set up media interviews with well known influencers including Tess Holliday
  • We announced sellers with a profile joining the platform
  • The team went to vertical press and bloggers with specific examples of what can be found on the app

Results

  • High profile coverage across lifestyle, fashion and nationals including Grazia, Stylist, LOOK, the guardian and the Independent
  • Funding and expansion to the US announcement was covered in a wide spectrum of publications including TechCrunch, WIRED, New York Post and The Wall Street Journal
  • Coverage drove direct downloads of the app
  • The profile Dynamo built for depop led to more influential users joining the platform

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